Boosting conversion through location tips

2 November, 2017    |    SEO    |    Traff1k D1g1tal

While much deserved attention is given to local SEO and SEM, showing up in search results is only part of the job. Just because people frequently find your business doesn’t mean they choose your business or buy from your business. Rather, influence is achieved through consumer experience and matching your content to what consumers need or are looking for.

Conversion takes more than attracting attention — it requires engagement or connection with the consumer and more often than not, consumers look for location information when considering local stores to purchase from.

Local search conversion starts with location

Approximately 85 percent of all engagement with businesses takes place on local media assets such as local landing pages. Local business characteristics drive conversion, whether for large brands or small businesses.

One of the biggest local factors for consumer decisions when shopping at stores is location; 93.2% of consumers typically travel 20 minutes or less when shopping for everyday purchases. Distance can also have a greater influence than price or quality of a product.

Given the importance of location to converting local search results into purchases, below are six tips for using location information to boost your local search marketing. 

1. Make location information easy to find

It’s easy to overlook the importance of making location information prominent on web pages or landing pages when designing creatives and content about your product or service. When deciding on what content to keep and cut when becoming mobile first, location is too critical an influence to sacrifice. Addresses, maps and cross streets that communicate your store location should be highly visible. If not on page one, noticeable labels linking to location information need to be easy to find.

2. Use local landing pages for businesses with multiple locations

For multilocation businesses, it’s typical to have a dedicated page listing different locations with addresses, contact information and hours of each. However, with 85 percent of engagement occurring on local media assets, each location should have its own landing page, too.

Each location should have its own GMB (Google My Business) profile, Facebook page, website or landing page and page/listing/profile on any other media platform on which the business relies. 

3. Describe location in ways different audiences understand

While addresses are important, they may not communicate sufficient information for a user to quickly evaluate proximity. Including what neighborhood a store is in, the closest cross streets, what corner on the cross street, and other recognisable nearby stores (e.g. shopping center) all help the consumer picture where a store is relative to what they know about the area.

4. Highlight proximity to popular landmarks

Since time and distance are frequently used to evaluate the convenience of a location, include those measurements in describing your location. For example, stating that your store is “five minutes from Westfield Shopping Centre” or “1/2 a kilometer from BP” helps consumers digest location information quickly. A significant portion of local business revenue (up to 33 percent) comes from out-of-town visitors, therefore adding tourist landmarks can help as well.

5. Location descriptions don’t have to be static

Since your store location is fixed, it’s easy to treat your location information the same (set it and forget it). However, today’s targeting methods allow businesses to reach different audiences with different campaigns and landing pages. These different audiences will find different location information helpful, so tweaking your location information to fit those audiences will improve the response to your marketing. 

6. Use interactive maps

Maps are great, but static maps are limited in what is communicated. Zoom out too far, and it’s hard to illustrate precise location; zoom in too close, and you may lose context of what area of town you are in.

Interactive maps that don’t open in a separate app or window help the user stay on your page yet be able to adjust the map to the detail they need.

Consumers want to shop at stores near them. Younger consumers are even less tolerant of traveling long distances for everyday purchases — the Access study found that millennials were 16.4 percent less likely to travel more than 20 minutes for purchases. Thus, consumers will increasingly search for stores close to them. Target with and highlight relevant location information, and you’ll get a big boost in ROI from your local search marketing.

Source: Search Engine Land